I amsterdam
Renew your view
Revitalising I amsterdam by balancing reputation and innovation to dress the iconic brand up for a new era.
Challenge
Never mess with an icon… until you have to
The city marketing brand I amsterdam was iconic, with its capital ‘I’ symbolising and reinforcing the city’s individualistic identity. Despite being internationally famous, the brand now sparks domestic discord. Once locally beloved, the brand has become more of a souvenir than a neighbor through its 15-year journey and is in need of an overhaul. How do we evolve the city's most renowned brand without sacrificing its core, but rather with a noticeable refresh?
Approach
Not killing your darlings… if you don’t have to
To revitalise the iconic I amsterdam brand, we navigate through six key considerations. With sharp eyes, we dissect the logo to retain its international recognisability while embracing openness and creating space for diverse communication. Smart color choices reflect the brand’s energy, where we ensure coherence across a spectrum of tones. All, of course, while keeping Amsterdam's bold character in style.
Solution
Leveraging the I to reveal more of the city
By broadening the shape of the strong, resolute I, we move from individualism to room for all. The 'I' becomes a storyteller, a guide, and a chronicler of the city, leading us to unexpected experiences and a thousand new perspectives. ‘Amsterdam (and its I) renew your view’ acknowledges all facets of the smallest metropoles of the world.
